With the aid of the William Morris agency, Starbucks (SBUX) is continuing its foray into music, film and book projects to expand its brand. Their strategy is to market them in their stores.
"As we reported earlier, Starbucks started promoting their first movie venture, Lionsgate’s Akeelah and the Bee, by advertising the attraction on coffee sleeves and putting up words of the day on its chalkboard menus. The New York Times quotes Starbucks’ founder Howard Schultz as saying “We want to see our name associated with the kind of music, literature and movies that [will make] people say, ‘I’m glad Starbucks brought this to the marketplace.’”
"Starbucks' music venture has been a success, so it’s no wonder they want to expand their brand’s scope even further. I’m no knee-jerk Starbucks hater, but I’m getting a little weary of these endless tie-ins. Enough of Starbucks as a “lifestyle” destination; I’d just like a cup of coffee please."
I think that this is one of those things that Hollywood and companies have to be careful of. To not even be able to go somewhere and get a cup of coffee without there being the atmosphere of relaxation and an ad-free environment, could backfire on those promoting this.
Sandra's comment on just wanting a 'cup of coffee' is telling to me. A lot of people have healthy families, plenty of friends and a circle of professional colleagues, we don't need overkill on marketing. When I want to get together with any of my acquaintance circles, it's not Starbucks or anyone else that makes it happen, it's being with those I want to be that makes the experience meaningful.
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